Problems
Tellus operates in environments marked by institutional complexity, social vulnerability, and systemic inefficiencies. Projects required more than research and policy recommendations. They demanded clarity, alignment, and accessible tools capable of mobilizing diverse stakeholders including educators, public administrators, communities, and private partners.
The challenge across initiatives was consistent:
• Translate complex social research into actionable solutions
• Align multidisciplinary teams around clear strategic direction
• Design services that were both human centered and operationally viable
• Create brand and communication systems that strengthened adoption and legitimacy
Without strong design leadership, innovative ideas risked remaining abstract or disconnected from real world implementation.
Solutions
As Design Lead, I helped structure how innovation was conceptualized, communicated, and delivered across projects.
I applied service design and design thinking methodologies to frame challenges, guide co creation processes, and translate insights into strategic recommendations. My role bridged research, strategy, and execution, ensuring that each initiative moved from diagnosis to tangible implementation.
Beyond service design, I led branding and communication systems for several initiatives, creating identities, narratives, and visual frameworks that strengthened stakeholder engagement and long term sustainability.
In Fundamental 2.0, where I was part of the core team, we addressed high dropout rates in early middle school through deep field research, structured field reports, and the creation of the Faz Sentido digital platform, still used by public and private schools today. The project exemplified how design can transform systemic challenges into scalable and practical tools.
Across initiatives such as Viva o Laranjal, VaiLab, Bebele, and Vínculos, I ensured that strategy, service architecture, and brand expression worked together to create coherence, legitimacy, and measurable social impact.
